The brand benefits playbook: why customers aren't buying what you're selling -- and what to do about it
Today's customers think less about products and more about brands, no matter whether those brands are organizational, nonprofit, individuals, or service oriented. Customers also care less about the features of your product-what it has-than about its benefits-what it does for them. While this so...
Gespeichert in:
| Beteiligte Personen: | , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | Englisch |
| Veröffentlicht: |
[Rego Park, New York]
Ascent Audio
2024
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| Schlagwörter: | |
| Links: | https://learning.oreilly.com/library/view/-/9781663733993/?ar |
| Zusammenfassung: | Today's customers think less about products and more about brands, no matter whether those brands are organizational, nonprofit, individuals, or service oriented. Customers also care less about the features of your product-what it has-than about its benefits-what it does for them. While this sounds like common sense, shockingly few organizations actually conduct business this way. Drs. Allen Weiss and Debbie J. MacInnis, professors and branding, brand benefits, and positioning experts, are about to change that. In The Brand Benefits Playbook, Weiss and MacInnis help listeners understand, and transition to, a benefits-based model. This focus on customer benefits will teach organizations what market they are in (or could be operating in); how customers perceive their brand (and that of their competitors) in terms of benefits; the most effective way to segment a market and position a brand in terms of benefits; how to deliver benefits throughout the customer journey; and how a focus on benefits facilitates growth. Evidence-based, integrated, and simple, this innovative approach can be applied to all markets-and ensures that any brand can deliver the benefits its customers truly want. |
| Beschreibung: | Machine-generated record |
| Umfang: | 1 Online-Ressource (1 audio file) |
| ISBN: | 9781663733993 1663733996 |
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| spelling | Weiss, Allen VerfasserIn aut The brand benefits playbook why customers aren't buying what you're selling -- and what to do about it Allen Weiss, PhD, and Deborah J. MacInnis [Rego Park, New York] Ascent Audio 2024 1 Online-Ressource (1 audio file) Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier Machine-generated record Today's customers think less about products and more about brands, no matter whether those brands are organizational, nonprofit, individuals, or service oriented. Customers also care less about the features of your product-what it has-than about its benefits-what it does for them. While this sounds like common sense, shockingly few organizations actually conduct business this way. Drs. Allen Weiss and Debbie J. MacInnis, professors and branding, brand benefits, and positioning experts, are about to change that. In The Brand Benefits Playbook, Weiss and MacInnis help listeners understand, and transition to, a benefits-based model. This focus on customer benefits will teach organizations what market they are in (or could be operating in); how customers perceive their brand (and that of their competitors) in terms of benefits; the most effective way to segment a market and position a brand in terms of benefits; how to deliver benefits throughout the customer journey; and how a focus on benefits facilitates growth. Evidence-based, integrated, and simple, this innovative approach can be applied to all markets-and ensures that any brand can deliver the benefits its customers truly want. Branding (Marketing) Consumer satisfaction Consumer behavior Stratégie de marque Consommateurs ; Satisfaction Consommateurs ; Comportement branding Audiobooks Livres audio MacInnis, Deborah J. VerfasserIn aut |
| spellingShingle | Weiss, Allen MacInnis, Deborah J. The brand benefits playbook why customers aren't buying what you're selling -- and what to do about it Branding (Marketing) Consumer satisfaction Consumer behavior Stratégie de marque Consommateurs ; Satisfaction Consommateurs ; Comportement branding Audiobooks Livres audio |
| title | The brand benefits playbook why customers aren't buying what you're selling -- and what to do about it |
| title_auth | The brand benefits playbook why customers aren't buying what you're selling -- and what to do about it |
| title_exact_search | The brand benefits playbook why customers aren't buying what you're selling -- and what to do about it |
| title_full | The brand benefits playbook why customers aren't buying what you're selling -- and what to do about it Allen Weiss, PhD, and Deborah J. MacInnis |
| title_fullStr | The brand benefits playbook why customers aren't buying what you're selling -- and what to do about it Allen Weiss, PhD, and Deborah J. MacInnis |
| title_full_unstemmed | The brand benefits playbook why customers aren't buying what you're selling -- and what to do about it Allen Weiss, PhD, and Deborah J. MacInnis |
| title_short | The brand benefits playbook |
| title_sort | brand benefits playbook why customers aren t buying what you re selling and what to do about it |
| title_sub | why customers aren't buying what you're selling -- and what to do about it |
| topic | Branding (Marketing) Consumer satisfaction Consumer behavior Stratégie de marque Consommateurs ; Satisfaction Consommateurs ; Comportement branding Audiobooks Livres audio |
| topic_facet | Branding (Marketing) Consumer satisfaction Consumer behavior Stratégie de marque Consommateurs ; Satisfaction Consommateurs ; Comportement branding Audiobooks Livres audio |
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